Designing Outcomes For Usability The Future of UX

Designing Outcomes For Usability The Future of UX & Analytics Marko Hurst, Director of User Experience Blog: Marko. Hurst. com Contact: mhurst@colangelo-sm. com Blog: Rosenfeld. Media. com Follow: twitter. com/markohurst

Search Analytics ‘the book’ 2 The next step in UX & Business. Bringing quals & quants together.

You Can Expect To Lean 1. Experience design framework + Overview 2. Online business models + 4 types 3. Tools to help you, clients, & visitors achieve their goals + Outcomes Worksheet + Monetization Model 4. Incorporating qual/quant data + + Scenario Analysis + Keywords + Surveys + 3 Testing Functionalism

What Is Meant By Designing Outcomes +Design(ing) – To intend for a definite purpose +Outcome(s) – Final product or end result 4 And “knowing is 1/2 the battle”

They Create… “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 5

They Create… “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 6

They Create… “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 7

They Create… I PROMISE 4 THINGS TONIGHT. “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 8

They Create… “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 9

They Create… “An experience Design decision-making framework that utilizes online business models and data feedback loops to consistently achieve desired Outcomes. ” 10 Yes, you can quote me.

Decision-Making Barriers To Entry +http: //www. flickr. com/photos/tomspender/2318892668/

Working Together In Silos Business UX Analytics 1 Understand consumers (visitors, not so much) Understand visitor motivations (why) Understand visitor actions (what) 2 Marketing Data (demographics, psychographics) Qualitative data (ethnography, user testing) Quantitative data (clickstream, KPIs) 3 Business/marketing focused Visitor/user focused (subjective, attitudinal) Data focused (objective, behavioral) 4 May or may not understand large &/or small data sets Not trained to work with large data sets Prefer 95% statistical difference 5 Brand architecture, marketing personas, creative brief, etc. Visitor/user personas, wireframes, comps, development, etc. Scorecards, KPI reports, web analytics, business intelligence, etc. Business, marketing, finance Library science, psychology, design, computer science Statistics, computer science, data mining, CRM 6 12 Will the real Slim Shady pleas stand up?

Decision Making - Who’s Right? Who’s Wrong? “Our corporate colors are “color 1 & color 2” and are the background color on all our material. This includes the website. ” ~Client “The client only cares about the number of Page Views. ” “Ohhhh we could so do that in Flash!” ~Account Director ~Creative Director “Why do I need an IA? We’ll just reuse the copy from the package online” ~Client “We need to drive more traffic. ” ~Client & Account Mgr “We get to the ‘Product Detail Conversion Rate’ on page 127 of the (weekly) KPI report. ” ~Data Analyst “But our user testing shows that users prefer “Buy Now” over “Add To Cart. ” ~Information Architect 13 Knowing your online business model up-front will solve these (and any other) issues

Outcomes Worksheet 14 Assumes your online business model is already identified

Framework A Basic Structure +http: //www. bisforbone. com/human_skeleton. jpg

This is NOT and We Don’t Need Another… Methodology Process 16 Tools you see today, that you can use tomorrow

What We Need +A simple framework that everyone can use to… 1. Identify TRUE business goals – How to move the business “up & to the right” 2. Effective decision-making – Align strategy, “the big idea”, etc. through execution – Actionable data – “One document to rule them all” 3. Unify and leverage multiple data sources Qualitative & quantitative Feedback loops for both roles & deliverables 17 The hair on the back of your neck stands up in anticipation

Designing Outcomes Framework Da ta ta Da Outcomes Data Adapted from Avinash Kaushik’s Trinity Strategy Framework 18 Data & decisions past from one group to the next

Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Da ta ta Da Outcomes Data Adapted from Avinash Kaushik’s Trinity Strategy Framework 19 Data & decisions past from one group to the next

Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Da ta ta Da Outcomes 2. Qualitative Data Adapted from Avinash Kaushik’s Trinity Strategy Framework 20 Data & decisions past from one group to the next “Visitor Motivations” • Research • UX Brief • Wireframes • Personas

Designing Outcomes Framework 1. Goals ID “Business Requirements” • Strategy • Tactics • Channel Mix • Budget Da ta ta Da 3. Quantitative Outcomes “Intent & Inferences” • Scenario Analysis • Segmentation • Actions • Search 2. Qualitative Data Adapted from Avinash Kaushik’s Trinity Strategy Framework 21 Data & decisions past from one group to the next “Visitor Motivations” • User Goals • Ethnography • Wireframes • Personas

Outcomes Desired Results +http: //www. flickr. com/photos/valpopando/2125883501/

Online Business Models 1. e. Commerce • • Buy now • • Advertising Reoccurring 2. Content Subscription 3. Lead Gen • • Data Collection Branding 4. Support/Customer Care NOTE: + Each business model comes “complete” with it’s own inherent KPIs +Most sites fall into at least 2 models 23 Every decision you make is based on your business model(s)

Establish Goals +Provide clearly defined AND quantifiable objectives 1. Establish a baseline – 2. Set a goal – 3. Where are we now? Where do we want to be? Optimization – How will we get there? “Increase customer satisfaction by 7% across US market in the next 12 months via customer support” + Goal / + Quantifiable “Clean simple design” - Goal / - Quantifiable “Make my bonus” + Goal / - Quantifiable “Capture 100 K visitor emails via online coupons over 3 months on our “XYZ” microsite for our CRM program” + Goal / + Quantifiable 24 A 3 -part process

Lead Gen: Trial - Applied Measure, Monitor, & Optimize

Attention “Brands” +If your goals include… – Awareness, consideration, preference, purchase, repurchase/retention, etc. +If you (want to) collect, provide, perform… – – PII (email, names, age, etc) Samples Coupons CRM thinking of your “website” as just a ‘brand website’! 26 You are simply losing opportunities, visitors, and customers to your competition.

Lead Generation: Trial Example Step 1 Step 3 Step 2 Step 4 (G 1) 27 How successful were you? How much better could it be?

Lead Generation KPIs 1. Overall conversion 2. Conversion by campaigns 3. Drivers to registration process 4. Step-by-step conversion analysis via the registration process 5. Analysis of registration process dropouts 6. Conversion of leads to actual customers 28 How do you know if you are successful?

Lead Generation: Trial - Scenario Analysis Example 29 Reporting vs. Analysis. Test Scenario Analysis against User Testing. Tie back to wireframes, personas, & segments.

Lead Generation: Trial - Multivariate Testing +Why Test? 30 You are NOT smarter than optimization technologies

Lead Generation: Trial - Monetization Model 31 The proof is in the pudding

Surveys Tying Motivation To Clickstream

Simple Surveys 3 Simple Questions 1. 2. 3. What is the purpose of your visit to our website today? Were you able to complete your task today? If you were not able to complete your task today, why not? 4 Great Insights 1. Who is coming to your website? 2. Why are they there? 3. How are you doing? 4. What do you need to fix? 33 1) With enough qualitative data it becomes quantifiable. 2) Tie clickstream data to segmentation, personas, business decisions. http: //4 q. iperceptions. com

Keywords Visitor Confessions

Much More Than SEO 35 https: //adwords. google. com/select/Keyword. Tool. External Use to improve copy/content, usability, search, personas, etc. Don’t forget to optimize!

Functionalism Form Always Follows Function +http: //www. flickr. com/photos/jburgin/2981528844/

How Do You Measure A Macro & Micro Actions? +Ask yourself… 1. What is the function(s) of the site? – Derived from your business model(s) & goals ID – Rigorous classification of the pages/screens on the entire site 2. What is the function of each page/screen? 3. What is the function of every component on the page/screen? – Navigation, copy, button, images, etc. 37 Functionalism

Most Common Functional Types +Billboards +Closers +Completers +Converters +Convincers +Engagers +Explainers +Informers +Reassures +Routers +Sponsors +Tools 38 12 most common

Functionalism Example: Tide Step 1 - Engager/Router Step 3 - Converter Step 2 - Explainer Step 4 (G 1) - Completer 39

Functionalism Example: Converter +Functional Description: Pages that are part of whatever is necessary to gather information/agreements and get a finished lead/sale/transaction. +Sample Type: Shopping Cart, Fill-in forms, etc +Functional KPI’s: Step 3 - Converter – – – – 40 Step-Drop off Exit Rate Affiliated Content Exit Rate Re-Assurer Exit Rate Avg. Step Time In-field drop off Cross-Session Step-Drop Rate +www. semphonic. com/resources/wpaper_005. pdf Business, UX, & Analytics design & measure against the same metrics +www. target. com

All Together Now Recap

How It All Ties Together +When success metrics are known & established before you start… – Predetermined KPIs & quantified goals – – – Business model Outcomes worksheet Functionalism +When all decisions adhere to that criteria… – – Does each decision HELP or HARM our business model? Does everything map to and align across the board? +Your project success rate increases and your spend decreases dramatically! 42 Ahhhh… warm & fuzzy

Put it all together, you get…

Designing Outcomes Thank You Marko Hurst Director of User Experience Blog: Marko. Hurst. com Contact: mhurst@colangelo-sm. com Blog: Rosenfeld. Media. com Follow: twitter. com/markohurst Peace Out!

Resources & URLs +Me: – – Marko. Hurst. com, Insightful Analytics Rosenfeld. Media. com, Search Analytics book blog twitter. com/markohurst mhurst@colangelo-sm. com +Keywords: +Functionalism: https: //adwords. google. com/select/Keyword. Tool. External 45 http: //www. semphonic. com/CSFunctional. aspx